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R&D–Marketing Integration Mechanisms, Communication Flows, and Innovation Success
Author(s) -
Moenaert Rudy K.,
Souder William E.,
Meyer Arnoud De,
Deschoolmeester Dirk
Publication year - 1994
Publication title -
journal of product innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.646
H-Index - 144
eISSN - 1540-5885
pISSN - 0737-6782
DOI - 10.1111/1540-5885.1110031
Subject(s) - respondent , marketing , business , flexibility (engineering) , product (mathematics) , product innovation , business administration , management , economics , mathematics , political science , geometry , law
Rudy Moenaert, William Souder, Arnoud De Meyer, and Dirk Deschoolmeester report the results of their study of forty technologically innovative Belgian companies to examine the interaction between marketing and R&D. They studied one commercially successful and one commercially unsuccessful technological product innovation project in each participating company and collected data from one marketing and one R&D respondent per project. Communication flows between marketing and R&D are increased under conditions involving formalization of projects, decentralization, positive interfunctional climate, and role flexibility.